… heard a radio ad for a rug company.

The man had a terrific, warm voice. It sounded like the vocal incarnation of walking barefoot on a fabulous rug.

He went on and on about the benefits of a quality rug, and he did a nice job.

But, given his business, he’s got a challenge:

Step 1: Convince me that I need a rug in the first place.

Step 2: Convince me to buy it from him.

Whether selling rugs or a professional service, if you have to first create demand in order to sell whatever it is you do, you are inserting a big (HUGE) stumbling block into the process.

A better approach is to find something people are already desperate for, and sell a solution. In that case, all you need to worry about is Step 2.

P.S. If you are constantly frustrated by your target client’s obliviousness to the benefits of what you do, you may be on the more difficult path.